Rewind Eyewear: the new collection at MIDO 2026

 

Timeless elegance: the charm of the 1990s reinterpreted through a contemporary lens 

For MIDO 2026, {rewind} unveils a new collection celebrating the unmistakable style of the 1990s — a decade that left a profound mark on Italian design. The collection combines retro silhouettes with modern proportions, blending nostalgia and contemporary refinement in a harmonious balance. Designed for men and women who seek authenticity, artisanal quality, and an elegant yet distinctive aesthetic. 

Bold geometric lines coexist with soft curves, echoing the iconic proportions of the past. The frames are crafted from high-quality acetate, hand-worked and hand-polished to achieve a deep, luminous finish. The colour palette alternates warm tones such as havana and crystal hues, alongside sophisticated transparent and natural shades, creating a refined contemporary effect. 

Each model is produced using advanced milling and finishing techniques that ensure comfort, lightness, and precision. Hinges and temples feature distinctive details that reflect the brand’s meticulous and artisanal approach. 

Within the collection, {rewind} also introduces select models embellished with hand-applied rhinestones. This elegant and luminous detail pays direct homage to the golden age of Italian eyewear in the 1990s, a period defined by precious decorations, sparkling accents, and a strong aesthetic sensibility in the most iconic frames. The use of rhinestones adds depth, character, and a touch of glamour, reinterpreted by {rewind} with modern sensitivity and contemporary taste, while always preserving the collection’s inherent elegance. 

The new advertising campaign, “Play with time,” represents the visual and emotional core of the project. Set in environments that evoke atmospheres and objects typical of the 1990s, the campaign features models wearing {rewind} eyewear, narrating the encounter between past and present — a tribute to the tradition of Italian eyewear reimagined through a contemporary language. The production was entrusted to an agency with extensive experience in the fashion and eyewear sectors, which successfully enhanced the brand’s identity, creating images with strong visual and emotional impact. 

{rewind} continues to strengthen its identity as a brand deeply rooted in the heritage of Italian design, while remaining open to a modern and international language. The goal is to create eyewear that transcends fleeting trends, offering beauty, authenticity, and a style designed to stand the test of time.